The Influence of Short-Video Platforms on Local Cultural Brand Communication and Consumer Conversion Intention

DOI

10.2991/978-94-6239-777-4_17How to use a DOI?

Keywords

Short-video platform; Local cultural brand; Brand communication; Consumer conversion intention; Cultural industry management; Source credibility

Abstract

Short-video platforms have become important channels for local cultural brands because they integrate audiovisual narration, algorithmic distribution, creator endorsement, audience interaction, and embedded transaction links. This conceptual paper examines how short-video communication may transform local cultural brand visibility into transaction-oriented consumer conversion intention. Local cultural brands are defined as place-based cultural value systems represented through destinations, heritage districts, craft products, museums, festivals, and local food cultures. Conversion intention refers to visiting, booking, ticket purchasing, product purchasing, or reservation intention, rather than general attention or engagement. Based on existing short-video marketing and cultural branding research, the paper proposes an analytical framework consisting of cultural-symbol codification, narrative construction, source credibility, interaction-based trust formation, and conversion-path design. The argument is that platform exposure creates brand value only when cultural symbols are identifiable, narratives make cultural meaning interpretable, communicators are credible, interaction provides diagnostic trust cues, and action paths are reliable. The paper further discusses category differences and risks such as cultural simplification, over-commercialization, source-brand mismatch, and service-capacity constraints. It contributes to cultural industry management by distinguishing attention, engagement, conversion intention, and actual consumption behavior.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Jiaqi Liu
AU  - Zhifei Wang
AU  - Juan Chen
AU  - Chengshuo Fan
AU  - Tingjun Wu
AU  - Tianhua Fu
AU  - Yifan Zhang
AU  - Fan Zhang
AU  - Xiao Guan
AU  - Sa Tang
PY  - 2026
DA  - 2026/09/30
TI  - The Influence of Short-Video Platforms on Local Cultural Brand Communication and Consumer Conversion Intention
BT  - Proceedings of the 2026 8th International Conference on Economic Management and Cultural Industry (ICEMCI 2026)
PB  - Atlantis Press
SP  - 148
EP  - 154
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-777-4_17
DO  - 10.2991/978-94-6239-777-4_17
ID  - Liu2026
ER  -